Why Most Marketing Strategies Fail and How to Fix Them with Hamlet Azarian

In this episode of The Tech Leader's Playbook, Avetis Antaplyan and Tony Safoian discuss the importance of storytelling in sales, the journey from immigrant roots to becoming an industry leader, and the balance between having a big heart and being ruthless in business. They explore the challenges of scaling a company, the significance of hiring exceptional talent, and the necessity of a strong sales culture. The discussion also touches on the differences between starting a business and scaling it, emphasizing the need for processes and documentation as a company grows. In this conversation, Avetis discusses the critical aspects of employee retention, the challenges of scaling service-focused businesses, and the importance of specialization in achieving growth. He emphasizes the need for businesses to adapt to market changes and innovate continuously while also highlighting the sacrifices required for genuine growth. Avetis shares insights on aligning stakeholders during exits and the essential leadership lessons he has learned throughout his career. Finally, he reflects on finding purpose after retirement and the importance of focusing on meaningful contributions. Takeaways Sales is fundamentally about storytelling. Exceptional salespeople are crucial for business success. Scaling a business requires a focus on talent acquisition. Sales culture can make or break a company. Documenting processes is vital as a company grows. Investing in top talent is necessary for success. Transparency in business decisions builds trust. Sharing success with employees fosters a positive culture. It's cheaper to keep existing customers and employees. Scaling service businesses is more challenging than tech. Specialization is key to growth in professional services. Listening to customers is vital for business expansion. Leadership is about sharing credit and taking blame. Growth requires sacrifices and hard work. Finding purpose after retirement is important. Chapters 00:00 The Power of Storytelling in Sales 05:05 Tony Safoian: From Immigrant Roots to Industry Leader 09:50 Balancing Heart and Ruthlessness in Business 15:07 The Journey from Zero to One vs. One to Ten 20:01 Scaling Challenges: Talent, Sales, and Processes 35:19 The Importance of Employee Retention 38:08 Scaling Service-Focused Businesses 41:06 The Power of Specialization 44:01 Navigating Market Changes and Innovations 52:08 The Sacrifices of Growth 54:32 Aligning Stakeholders During Exits 01:01:02 Leadership Lessons and Advice 01:07:40 Finding Purpose After Retirement Tony Safoian’s Social Media Link: https://www.linkedin.com/in/safoian/ Resources and Links: https://www.hireclout.com https://www.podcast.hireclout.com https://www.linkedin.com/in/hirefasthireright

In this episode of The Tech Leader's Playbook, Avetis Antaplyan speaks with Sean Languedoc, CEO of Outforce, about the complexities of outsourcing in the tech industry. They discuss the importance of having a solid AI strategy, the challenges of hiring data scientists without sufficient data, and the critical balance between quality, speed, and price in outsourcing. Sean shares insights on how to navigate technical debt in startups, the cultural nuances that affect outsourcing success, and the importance of time zones in choosing the right outsourcing partner. The conversation also touches on the common pitfalls in outsourcing and how Outforce helps companies find the right teams to avoid these issues. Finally, they explore how to measure success beyond just revenue growth. Takeaways Data audits are essential before hiring data scientists. Outsourcing requires a balance of quality, speed, and price. Technical debt is a common issue for startups. Cultural fit is crucial in outsourcing relationships. Time zones can significantly impact outsourcing success. Avoid hiring based solely on referrals without due diligence. A good outsourcing agency can save time and money. Understanding the local culture can prevent miscommunication. AI FOMO can lead to poor hiring decisions. Success in outsourcing is measured by execution and client satisfaction. Chapters 00:00 Understanding AI Strategy and the Need for Data Audits 02:22 Why Outsourcing is Harder Than You Think: Quality vs. Price vs. Speed 04:47 The Technical Debt Trilemma in Startup Growth 09:29 How Outforce.ai Simplifies Outsourcing Decisions 11:49 The Impact of Cultural Differences on Outsourcing Success 15:12 Common Mistakes Entrepreneurs Make When Outsourcing 18:58 How Time Zones Shape Outsourcing Efficiency 21:16 Selecting the Right Team Over the Right Region 25:06 AI FOMO: Why Data Scientists Aren’t Always the Answer 30:34 Defining Success in Outsourcing: Execution Over Promises Sean Languedoc’s Social Media Link: https://www.linkedin.com/in/seanlanguedoc/ Resources and Links: https://www.hireclout.com https://www.podcast.hireclout.com https://www.linkedin.com/in/hirefasthireright

In this episode of The Tech Leader's Playbook, Avetis Antaplyan interviews Tiffany Houser, a seasoned executive coach and founder of Evolve. Tiffany shares her unexpected journey into leadership coaching, emphasizing the importance of authenticity in leadership and how it can drive personal and professional growth. Through transformative coaching experiences, she illustrates how leaders can overcome challenges, navigate perfectionism, and build trust within their teams. The conversation dives into common blind spots leaders face and the critical role of self-worth in effective leadership. In this enlightening conversation, Tiffany Houser discusses the critical importance of self-worth in leadership and personal development. She emphasizes that self-worth is foundational to trust and agility, and outlines her Self-Worth Advantage Framework, which helps leaders navigate insecurities and foster fulfillment. The discussion also touches on the challenges of leadership, the impact of imposter syndrome, and the necessity of creating supportive environments for leaders to thrive. Takeaways Tiffany Houser's journey into coaching was unplanned and organic. Authenticity in leadership is crucial for driving growth and engagement. Coaching can help leaders address personal challenges and improve team dynamics. Perfectionism is a common insecurity that leaders must navigate. Defining and sharing core values is essential for effective leadership. Leaders should focus on individual team members, not just the collective. Trust is foundational in all relationships, especially in leadership. Managing people effectively requires understanding their individual needs. Compromising self-worth leads to feelings of inadequacy. Understanding the source of feelings is crucial for resolution. Leaders must know their 'why' for fulfillment. Avoiding issues can lead to compounding problems in relationships. Leadership development strategies should be integrated into organizations. Self-awareness is the first step in overcoming insecurities. Imposter syndrome is often self-imposed and can be managed. Creating supportive environments is essential for leader well-being. Chapters 00:00 Introduction to Tiffany Houser and Her Journey 02:57 The Importance of Authenticity in Leadership 06:12 Transformative Coaching Experiences 08:59 Understanding Authentic Leadership 11:51 Navigating Perfectionism and Vulnerability 15:03 Identifying Blind Spots in Leadership 18:00 The Role of Trust and Self-Worth in Leadership 27:59 The Foundation of Self-Worth 31:01 Transforming Trust and Agility 35:02 The Self-Worth Advantage Framework 38:54 Understanding Fulfillment and Leadership 40:51 Creating Supportive Leadership Environments 44:02 Navigating Imposter Syndrome and Self-Perception  Tiffany Houser’s Social Media Links: https://www.instagram.com/tiffanyhouser https://www.linkedin.com/in/tiffanyhouser Resources and Links: https://www.hireclout.com https://www.podcast.hireclout.com https://www.linkedin.com/in/hirefasthireright

In this episode of The Tech Leader's Playbook, Avetis Antaplyan speaks with Lawrence Eta, a seasoned global technology leader, about his journey from Nigeria to becoming the CTO of Toronto and his transition to Saudi Arabia. They discuss the importance of empowering leadership, navigating the complexities of public service, and the differences in governance and decision-making between democratic and monarchy-based systems. Lawrence shares insights on innovation in public service, successful tech initiatives, and the cultural shifts in the approach to technology and governance. In this conversation, Avetis discusses the complexities of leadership, the balance between authority and empowerment, and the future of smart cities driven by technology. He emphasizes the importance of cultural understanding and emotional intelligence in leadership, sharing insights from his diverse experiences across various countries. The discussion also touches on the significance of modern technology in urban development and the need for leaders to approach their roles with humility and a willingness to learn from others. Takeaways Empower your team to make decisions. A CTO's role involves managing diverse teams. Strong financial acumen is essential in public service. Innovation is about failing fast and iterating. Public service requires a focus on trust and confidence. Incremental movements can lead to significant change. Governance structure impacts the speed of transformation. Cultural differences affect decision-making processes. Leadership is crucial in managing large teams. Empowering teams is crucial for effective leadership. Cultural understanding is key to successful leadership. Smart cities will leverage AI and IoT for better living. Emotional intelligence is essential in diverse environments. The future of urban tech relies on secure data sharing. Leadership should focus on serving and empowering others. Building trust is fundamental in leadership roles. Modern technology must be integrated into urban planning. Humility in leadership fosters better relationships. Chapters 00:00 Empowering Leadership and Trust 03:04 Lawrence Eta's Journey to CTO 06:14 A Day in the Life of a CTO 09:02 Navigating Politics and Technology 11:54 Innovation in Public Service 15:10 Successful Tech Initiatives in Toronto 18:02 Transitioning to Saudi Arabia 20:53 Governance and Speed of Transformation 24:09 Cultural Differences in Decision Making 28:33 Leadership Styles: Balancing Authority and Empowerment 34:28 The Future of Smart Cities and Technology 44:12 Bridging Worlds: A Journey Through Leadership and Culture 48:04 Cultural Nuances in Leadership Across Countries Lawrence Eta’s Website: https://lawrenceeta.com/ Lawrence Eta’s Social Media Links: https://www.linkedin.com/in/lawrence-eta-9b11139/ https://www.instagram.com/the.lawrence.eta/ Resources and Links: https://www.hireclout.com https://www.podcast.hireclout.com https://www.linkedin.com/in/hirefasthireright

In this episode of The Tech Leader's Playbook, Avetis Antaplyan interviews Hamlet Azarian, founder and CEO of Azarian Growth Agency. They discuss the importance of identifying gaps in business and surrounding oneself with the right talent. Hamlet shares his journey into growth marketing, emphasizing the significance of data-driven strategies and understanding ROI in marketing budgets. The conversation also covers B2B marketing strategies, the distinction between marketing qualified leads (MQL) and sales qualified leads (SQL), and the challenges of hiring in today's market. Finally, they explore how startups can build a growth engine to scale effectively. In this conversation, Avetis Antaplyan discusses the critical stages of startup growth, emphasizing the importance of building a scalable growth engine, navigating pivots, and understanding product-market fit. He explores the balance between marketing-led and product-led growth strategies, the transformative role of AI in marketing, and the necessity of experimentation in developing effective marketing strategies. Avetis also addresses the evolving landscape of SEO and the significance of thought leadership in establishing authority. Finally, he highlights the importance of delegation and surrounding oneself with the right talent to achieve business success. Takeaways Surrounding yourself with the right talent is crucial. A career transition can lead to discovering new passions. Data-driven marketing is essential for success. Every marketing dollar should be viewed as an investment. Expect varying timelines for marketing results based on strategies. Understanding MQL and SQL is vital for effective sales. Hiring challenges require a strategic approach. Automation and AI can enhance outreach efforts. Building authority through thought leadership is important. A predictable growth engine is key for startups. Customer discovery is essential for understanding real problems. Building a repeatable growth engine is crucial for scaling. Pivots can lead to significant success in startups. Product-led growth works best for self-serve businesses. AI tools are integral to modern marketing strategies. Experimentation is key to discovering effective marketing tactics. SEO will evolve, focusing more on personal expertise. Thought leadership enhances authority and drives business. Delegation allows founders to focus on their strengths. Surrounding yourself with the right talent is vital for growth. Chapters 00:00 Identifying Gaps and Building Teams 03:04 Hamlet Azarian's Journey to Growth Marketing 05:50 The Importance of Data-Driven Marketing 09:04 Understanding ROI and Marketing Budgets 11:51 B2B Marketing Strategies for Service Businesses 17:58 MQL vs SQL: Understanding Lead Qualification 21:11 The Challenges of Hiring and Recruitment 23:05 Scaling Startups: Building a Growth Engine 24:04 Building the First Growth Engine 25:28 Navigating Pivots and Product-Market Fit 27:52 Marketing vs. Product-Led Growth 31:08 The Role of AI in Growth Marketing 34:13 Experimentation in Marketing Strategies 37:30 The Future of SEO and Thought Leadership 40:50 The Importance of Delegation and Team Building Hamlet Azarian’s Website: https://azariangrowthagency.com/ https://hamletazarian.com/ Hamlet Azarian’s Social Media Links: https://www.linkedin.com/in/hamletazarian/ https://x.com/hamletazarian Resources and Links: https://www.hireclout.com https://www.podcast.hireclout.com https://www.linkedin.com/in/hirefasthireright

In this episode of The Tech Leader's Playbook, Chad L Brown shares his journey from being a struggling media production company owner to becoming a leadership engagement expert. He discusses the importance of taking responsibility as a leader, embracing discomfort for growth, and the significance of having difficult conversations. Chad introduces the 'Shit Hors D'oeuvre Principle' to illustrate how avoiding small issues can lead to larger problems. He emphasizes the need for leaders to enroll their teams in a shared vision to drive success and fulfillment in the workplace. In this conversation, Avetis discusses the importance of hiring for alignment and growth, emphasizing that not all employees seek rapid advancement. He highlights the need for companies to engage with their employees meaningfully and address issues proactively to avoid passive-aggressive exits. The discussion transitions into work-life balance, where Antaplyan challenges traditional notions of balance, advocating for a vision-driven approach that prioritizes both family and work commitments. Takeaways Leadership is about the results you create with others. Taking responsibility for outcomes is crucial for effective leadership. Embracing discomfort can lead to significant personal and professional growth. Avoiding difficult conversations can lead to larger issues down the line. The 'Shit Hors D'oeuvre Principle' illustrates the importance of addressing small problems early. Leaders must project future outcomes to guide their teams effectively. Short-term comfort can lead to long-term pain in leadership. Effective communication is key to maintaining team dynamics. Addressing red flags early is crucial. Using employees as tools can lead to burnout. Work-life balance should be redefined as a vision-driven approach. Effective systems should not overshadow the purpose of work. Entrepreneurs should focus on scaling themselves. Chapters 00:00 The Journey to Leadership Coaching 02:45 The Importance of Leadership Responsibility 06:05 Embracing Discomfort for Growth 09:05 The Shit Hors D'oeuvre Principle 11:55 Navigating Difficult Conversations 15:13 Enrolling Teams in a Shared Vision 24:32 Hiring for Alignment and Growth 28:17 Work-Life Balance: Redefining the Concept 34:41 Effective Systems and Structures for Sustainability 40:05 Empowering Entrepreneurs for Personal Freedom Chad Brown’s Website: ⁠https://www.founder-freedom.com/⁠ Chad Brown’s Social Media Links: ⁠https://www.youtube.com/@Cult-Like⁠ ⁠https://www.linkedin.com/in/chad-brown-founder-freedom⁠ ⁠https://www.instagram.com/chad.leslie.brown⁠ Resources and Links: ⁠https://www.hireclout.com⁠ ⁠https://www.podcast.hireclout.com⁠ ⁠https://www.linkedin.com/in/hirefasthireright⁠

In this episode of The Tech Leader's Playbook, Matthew Pollard, known as The Rapid Growth Guy, shares his journey from struggling introvert to successful consultant. He emphasizes the importance of creating a unique message and conveying passion and mission through storytelling. He challenges the misconception that introverts can't sell and highlights successful introverted salespeople. Matthew also discusses the need for a sales system before hiring a salesperson and the power of storytelling in the sales process. Matthew Pollard discusses the misconceptions about introverts and how they can excel in sales and networking. He shares the reasons behind writing his books on introverted sales and networking, and how introverts can leverage their natural gifts to succeed. He also talks about the future of entrepreneurship and the role of technology in changing communication. Additionally, he discusses the Small Business Festival he launched and the importance of learning outside of one's functional skills. Takeaways Create a unique message that sets you apart from competitors Convey passion and mission through storytelling Develop a sales system before hiring a salesperson Use storytelling to build rapport and engage customers Introverts can be successful in sales Introverts can excel in sales and networking by leveraging their natural gifts, such as active listening and empathy. Technology has made it easier for introverts to succeed in sales and marketing, as it allows for automation and reaching ideal clients. Validating the message and building relationships through in-person or virtual interactions is crucial for success in business. The Small Business Festival was launched to provide small business owners with actionable tools and practical skills to grow their businesses. Matthew Pollard's books and resources offer valuable insights and strategies for introverted entrepreneurs and salespeople. Chapters 00:00 Introduction and Background 06:45 Unleashing the Power of Storytelling in Sales 13:25 Building a Unique Message to Stand Out 18:16 The Importance of Passion and Mission in Sales 23:23 Developing a Sales System for Rapid Growth 25:08 Introverts Can Sell Too: Debunking the Myth 34:22 The Impact of Technology on Entrepreneurship 40:36 The Small Business Festival 46:59 Strategies for Success Matthew Pollard’s Website: https://matthewpollard.com/ Matthew Pollard’s Social Media Links: https://www.youtube.com/@Matthewpollard https://www.linkedin.com/in/matthewpollardspeaker/ https://www.instagram.com/matthewpollardspeaker Resources and Links: ⁠⁠https://www.hireclout.com⁠⁠ ⁠⁠https://www.podcast.hireclout.com⁠⁠ ⁠⁠https://www.linkedin.com/in/hirefasthireright/⁠

James Lawrence, founder and CEO of Happy Companies, shares his journey and leadership philosophy. He emphasizes the importance of building things and the combination of art and science in creating. James dropped out of college to start his first company and learned the value of taking different paths. He discusses his background in tech and the challenges he faced in building software. James highlights the importance of understanding and respecting individual differences in leadership and communication styles. He explains how Happy Companies uses behavioral science to provide personalized coaching through everyday tools like Slack and email. The conversation explores the importance of application and immediate relevance in learning, the challenges of developing leadership and management effectiveness, the impact of hybrid work on leadership, the need for improved communication and collaboration, and the keys to creating a happy and productive workplace. Takeaways Building things and the combination of art and science are key aspects of leadership. Taking different paths and not following a traditional definition of success can lead to professional growth. Leaders and managers often struggle with developing their effectiveness due to a lack of time and knowledge of where to start. Hybrid work has changed the dynamics of leadership and requires adaptation and new approaches to communication and collaboration. Improving communication, collaboration, and teamwork is always worth the investment and leads to sustainable organizational performance. Creating a culture of transparency and open communication allows for honest conversations and alignment between managers and employees. Regular check-ins and stay interviews can help identify and address challenges and conflicts before they escalate. Investing in people, coaching, training, and feedback leads to higher employee satisfaction, productivity, and organizational success. Chapters 00:00 The Art and Science of Building Things 01:24 Taking Different Paths to Success 08:38 Understanding and Respecting Individual Differences 15:51 Personalized Coaching through Everyday Tools 23:00 The Power of Application and Immediate Relevance in Learning 27:12 Challenges in Developing Leadership and Management Effectiveness 32:13 The Impact of Hybrid Work on Leadership 41:23 Improving Communication and Collaboration for a Happy and Productive Workplace Guest’s Website: https://happycompanies.com/ Guest’s Social Media Link: https://www.linkedin.com/in/jamesflawrence/ Resources and Links: ⁠https://www.hireclout.com⁠ ⁠https://www.podcast.hireclout.com⁠ ⁠https://www.linkedin.com/in/hirefasthireright/

In this episode of The Tech Leader's Playbook, Geoffrey Huck, a former software engineer turned public speaking coach, shares his personal journey of overcoming social anxiety and fear of public speaking. He emphasizes the importance of communication skills for tech leaders and offers strategies for becoming more confident in public speaking. Geoffrey also discusses the misconceptions about presenting in front of audiences and the impact of effective communication on career advancement and personal life. He shares success stories of helping leaders improve their speaking skills and provides tips for preparing for speaking engagements. Takeaways Overcoming social anxiety and fear of public speaking requires deliberate exposure to fears and practicing in non-stake situations. Tech leaders often underestimate the importance of communication skills, but they are crucial for career advancement and inspiring teams. Crafting a captivating opening and varying the rhythm of a speech are key strategies for keeping the audience engaged. Effective communication skills are essential in various aspects of life, including personal relationships and job interviews. Training on camera and watching oneself can help improve naturalness and identify areas for improvement in public speaking. Chapters 00:00 Introduction: Geoffrey's Journey from Software Engineer to Public Speaking Coach 03:23 Overcoming Social Anxiety and Fear of Public Speaking 08:31 Misconceptions about Presenting in Front of Audiences 14:20 Success Story: Changing the Trajectory of a CEO's Career 16:48 Mistakes in Workshop and Conference Presentations 18:07 The Future of Communication in Tech Leadership 20:01 The Reward of Helping Leaders Overcome Fears and Master Public Speaking 21:29 Three Tips for Preparing for Speaking Engagements Guest’s Website: ⁠https://geoffreyhuck.com/⁠ Guest’s Social Media Link: ⁠https://www.linkedin.com/in/geoffrey-huck/⁠ Resources and Links: ⁠https://www.hireclout.com⁠ ⁠https://www.podcast.hireclout.com⁠ ⁠https://www.linkedin.com/in/hirefasthireright/⁠

In this episode of The Tech Leader's Playbook, former Amazon executive and author John Rossman discusses his leadership journey and the crucial role of calculated risk-taking in driving enterprise growth. Drawing from his experience at Amazon and his books, The Amazon Way and Big Bet Leadership, Rossman shares insights on fostering innovation, maintaining velocity, and avoiding the pitfalls of incrementalism. Learn actionable strategies to transform your business, create a culture of innovation, and lead with agility in the digital era. Takeaways Calculated risks are essential for creating enterprise value. Big Bet Leadership focuses on high upside opportunities. Playing to win is different from playing not to lose. Creating clarity and maintaining velocity are crucial for success. Fostering a culture of innovation requires leadership commitment. Customer obsession drives meaningful problem-solving. Active skepticism helps leaders navigate emerging technologies. Avoiding common mistakes can enhance risk-taking strategies. Strategic thinking is vital for tech leaders. Independent opinions can improve decision-making processes. Chapters 00:00 Calculated Risks and Enterprise Value 02:53 John Rossman's Journey at Amazon 06:11 The Importance of Leadership Principles 08:54 Big Bet Leadership: A New Approach 12:11 Playing to Win vs. Playing Not to Lose 15:03 Creating Clarity and Maintaining Velocity 17:50 De-risking Projects Without Overthinking 20:56 Fostering a Culture of Innovation 24:14 Customer Obsession and Problem Solving 27:08 The Role of Skepticism in Leadership 29:50 Avoiding Common Mistakes in Risk Taking 32:47 Strategic Thinking for Tech Leaders 35:58 Balancing Emerging Tech and Business Needs 38:49 Identifying High-Risk Assumptions 42:03 The Importance of Independent Opinions 44:48 Final Thoughts on Leadership and Innovation Guest’s Website: https://johnrossman.com/ Guest’s Social Media Links: https://www.linkedin.com/in/john-rossman/ Resources and Links: https://www.hireclout.com https://www.podcast.hireclout.com https://www.linkedin.com/in/hirefasthireright/